do you know? do you know? do you know? >> these nike sneaker commercials are an example of just how long black-selling power is. >> black culture had always been influential. but culturally speaking, the '90s are really the decade when black culture is solidified, as the mainstream of american culture. and you have this sharp rise in black superstars. making movies and music. from will smith, to jay-z. >> so how'd it feel to be number one? >> it's a beautiful thing. like, number one in the whole l whole country. that's a major accomplishment. >> it was a lot of people experiencing success, visibly. >> the most prestigious award for literature has gone today to the american novelist, tony morrison. the nobel prize. >> i am the first african-american to win the nobel prize and that is astonishing. >> suddenly, people who we look to as heroes and as markers of dignity and dwras and talent and success. suddenly, america was looking at them, too. this represents a new understanding of diversity. a new understanding of american

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